Director, Performance Marketing Strategy

About the position

EverQuote is hiring a strategic paid performance marketing expert. This role will spearhead the Upper Funnel Channel Expansion program and own the end-to-end strategy for EverQuote's Performance Media channel, with the objective of developing and expanding EverQuote's Performance Media efforts into new, upper funnel channels such as Social, Video, CTV, and others. Your expertise in audience segmentation, brand and creative strategy, and AI-powered marketing tools will drive top-of-funnel engagement and set the stage for long-term growth and ROI. You'll work cross-functionally with Analytics, Design, and Product teams to bring innovative campaigns to life and build an enduring media playbook from the ground up. This is a hybrid role that requires being in office several days a week.

Responsibilities

• End-to-End Performance Media Strategy
• Own the full-funnel Performance Media strategy, from targeting and audiences through site experience
• Bridge the gap between ad creatives and on-site experience to drive optimal performance and outcomes
• Leverage AI tools and platforms to automate and enhance audience targeting, creative development, media buying, and performance optimization
• Partner with the Performance Media Analytics team to identify, test, and scale new upper-funnel performance marketing channels (e.g., Paid Social, Video, CTV, and other emerging platforms)
• Build a multi-channel strategy roadmap aligned with business growth goals, prioritizing impact, reach, and efficiency
• Develop frameworks to evaluate channel potential, performance benchmarks, and test structures for ongoing expansion
• Partner with analytics to ensure proper tracking and attribution for new channels
• Define and implement robust audience segmentation strategies tailored to different personas and marketing objectives
• Use data to identify high-value audience segments across first-party, third-party, and platform-specific targeting capabilities
• Collaborate with Analytics, Design and Product to enhance targeting precision and personalization
• Continuously optimize and refine audience segments based on performance
• Own the creative briefing process for each channel, ensuring concepts align with channel best practices, target audience insights, and brand tone
• Partner with in-house and external creative teams to develop assets tailored to each stage of the funnel
• Champion testing methodologies to refine messaging, visual treatments, and calls to action
• Establish a library of high-performing creative by audience and channel
• Set KPIs and track performance across all upper-funnel channels (e.g., CPM, VCR, CTR, Brand Lift, incremental reach, assisted conversions)
• Partner with analytics to build dashboards and insight reports that drive strategic recommendations
• Iterate on campaign structure, bidding strategies, targeting, and creative based on performance insights
• Manage media budgets, pacing, and forecasting with a focus on ROI and long-term growth
• Work closely with Analytics, Product, and Remarketing teams to align messaging and campaign goals across the funnel
• Regularly share results, learnings, and recommendations with senior stakeholders
• Build and manage relationships with external media vendors, agencies, and platforms

Requirements

• 10-14 years of experience in paid media with a focus on upper-funnel channel management (e.g., CTV, Paid Social, Programmatic Video)
• Experience managing direct reports and building high-performing marketing teams
• Proven success launching and scaling new performance channels from concept to maturity
• Deep understanding of media buying, targeting, measurement, and attribution in both brand and performance contexts
• Strong background in audience strategy, creative testing, and cross-channel campaign orchestration
• Analytical mindset with comfort interpreting complex data to inform strategy and optimization
• Exceptional project management and cross-functional communication skills